Prestone de-icer (USA)

The marketing department at Prestone set about positioning the new, stronger product formulations that make consumers feel empowered in keeping their car surfaces cleaner. Prestone and Group 4, a branding and design firm, interviewed consumers and settled upon the positioning phrase “Take Back Winter” for the extension of the De-Icer brand.

Packaging supports that positioning message while also communicating the benefits of each new product formulation by embracing the “Take Back Winter” theme. A circular “Take Back Winter” logo appears prominently on the label above the De-Icer brand name on each bottle, can, and tube.

Group 4 further leverage’s Prestone’s brand equities but infusing the De-Icer line’s labels with Prestone’s highly recognizable yellow. In auto car-care products, the research determined, consumers equate yellow with both Prestone and protection. Combined with an icy blue hue in the label, a clean winter look rounds out the line extension’s distinctive visuals. The color scheme and “Take Back” winter graphics and photography extend to point-of-purchase displays for the line.

Source: Shelf Impact! Jan/Feb 2006